From Gold and Silver CFDs to Gold and Silver Bracelets? Saxo CEO Joins Jewellery Business

"If I can get the ladies in my family to switch from Tiffany to this brand, it'd be good, it’s

Lars Seier Christensen, Co-CEO, Saxo Bank
Lars Seier Christensen, Co-CEO, Saxo Bank

‘Endless Jewelry’, a new brand in the “affordable luxury” category,  announced yesterday that it has received financial backing from a group of investors, including Lars Seier Christensen, co-founder and CEO of Saxo Bank. ‘Endless Jewelry’ was created in 2013 by Jesper Nielsen, a Danish entrepreneur and former reseller of PANDORA jewellery.

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Mr. Christensen joins a small group of new investors in the company which focuses on the design and distribution of affordable leather, gold and silver bracelets and charms, aiming to become one of the fastest growing jewellery brands in the world. With 23.55% of the ownership, Christensen and the new group of investors are an important part of the new ownership structure of the company, although the Nielsen family remains majority shareholders and Jesper Nielsen stays on as CEO.

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Speaking today with the London daily business newspaper, City A.M, the CEO of Saxo explained his investment by saying: “I’m not really interested in investments outside Saxo Bank, but I’ve been looking around for something to put some money into and the scalability of this company is impressive. If I can get the ladies in my family to switch from Tiffany to this brand, it’d be good, it’s more of an affordable luxury.”

At the time of the announcement Christensen commented: “Endless Jewelry has already achieved a great deal in a short amount of time, having signed over 2,000 agreements with jewellers, distributors and some of the major retail chains worldwide. I have followed Jesper Nielsen and his management team for a number of years and have been impressed by the company’s competency, bold ambitions and sound business plan. Its achievements to date demonstrate the appeal of the collection to retailers and customers and I am very much looking forward to being part of the development of a company I believe will become a significant player in the industry.”

Jesper Nielsen, founder and CEO of Endless Jewelry, also expressed confidence with the new co-owners: “It is a great asset to have Lars Seier Christensen on board with Endless both as an investor and as a trusted advisor when it comes to the financial performance of the company. The growth we are experiencing particularly in the United States requires a strong capital base and with the new ownership structure, we have a very strong foundation. The new ownership structure means that we, regardless of external factors, can continue to develop and fulfill the enormous potential of Endless Jewelry.”

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